Guerrilla Intelligence Six Rules of Advertising For Consultants

1. Advertise to generate leads. Build your brand through your work with clients.

2. Advertising expense and advertising effectiveness are not related. You can draw profitable clients to your practice on a shoestring advertising budget.

3. Make your ad stand out. Consultants' ads tend to look alike and are jammed with platitudes that don't impress readers.

4. The best ads offer service and encourage readers to take action.

5. Never attack your competitors.

6. Explain the services you offer and the value they provide.

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